PERAKENDE YÖNETİMİNDE TEKNOLOJİ KULLANIMININ ALGILANAN HİZMET KALİTESİNDEKİ ÖNEMİ: GIDA PERAKENDECİLİĞİ ÜZERİNE BİR ARAŞTIRMA
Öz
Günümüzde, Türkiye’de hizmet sektörü hızlı bir gelişim içerisindedir. Hizmet sektörünün en önemli unsurlarından biri olan gıda perakendeciliğinde tüketici satın alma davranışı, profillerini ve perakende mağaza tercih nedenlerini incelemek ve elde edilen sonuçlara göre pazarlama stratejilerini oluşturmak durumundadırlar. Bu çalışmada self servis teknolojileri arasında bulunan ve gittikçe kullanımı yaygınlaşan kasiyersiz kasa sistemlerinin tüketiciler tarafından algılanan hizmet kalitesini ölçmek amaçlanmıştır. Konuyla ilgili literatür araştırması sonucu Lin ve Shieh (2011) tarafından geliştirilen servis teknolojileri hizmet kalitesi ölçeği SSTQUAL ve ölçeği oluşturan alt boyutların kasiyersiz kasa kullanımında algılanan hizmet kalitesi üzerinde etkileri test edilmiştir. Anket soruları orijinal ölçek tercüme edildikten sonra derinlemesine mülakat ile ifadeler test edilmiş ve yerel uygulamalara özgü ek ifadeler eklenmiştir. Araştırmanın örneklemi olan İstanbul, Ankara, İzmir, Konya, Trabzon ve Hatay illerinde self servis kasaları kullanan müşterilere kolayda örneklem yöntemiyle Ağustos 2019 – Aralık 2019 tarihleri arasında uygulanmıştır. Market ortamında sağlıklı bir anket yapmanın zorluklarından dolayı, anketler mağazanın sürekli müşterilerine mağaza müdürü tarafından verilmiş ve anketleri uygun bir ortamda doldurmaları istenmiştir. Toplamda 500 adet anket dağıtılmış olup, geri toplanan anket sayısı 375’tir. Anket doğruluk çalışmasından sonra geriye kalan 315 adet anket SPSS 22 analiz programı ile faktör analizi yapılarak sonuçlar ortaya çıkarılmıştır.
Anahtar Kelimeler
Kasiyersiz Kasa Self Servis Teknolojisi Hizmet Kalitesi Sstqual Ölçeği
Kaynakça
- Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866–875. https://doi.org/10.1016/j.jbusres.2006.01.021
- Considine, E., & Cormican, K. (2016). Self-service Technology Adoption: An Analysis of Customer to Technology Interactions. Procedia Computer Science, 100, 103–109. https://doi.org/10.1016/j.procs.2016.09.129
- Demirci Orel, F., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118–129. https://doi.org/10.1016/j.jretconser.2013.07.002
- Ding, D. X., Hu, P. J.-H., & Sheng, O. R. L. (2011). e-SELFQUAL: A scale for measuring online self-service quality. Journal of Business Research, 64(5), 508–515. https://doi.org/10.1016/j.jbusres.2010.04.007
- Djelassi, S., Diallo, M. F., & Zielke, S. (2018). How self-service technology experience evaluation affects waiting time and customer satisfaction? A moderated mediation model. Decision Support Systems, 111, 38–47. https://doi.org/10.1016/j.dss.2018.04.004
- Inman, J. J., & Nikolova, H. (2017). Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns. Journal of Retailing, 93(1), 7–28. https://doi.org/10.1016/j.jretai.2016.12.006
- Lee, I., & Lee, K. (2015). The Internet of Things (IoT): Applications, investments, and challenges for enterprises. Business Horizons, 58(4), 431–440. https://doi.org/10.1016/j.bushor.2015.03.008
- Liljander, V., Gillberg, F., Gummerus, J., & van Riel, A. (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13(3), 177–191. https://doi.org/10.1016/j.jretconser.2005.08.004
- Lin, J.-S. C., & Hsieh, P.-L. (2011). Assessing the Self-service Technology Encounters: Development and Validation of SSTQUAL Scale. Journal of Retailing, 87(2), 194–206. https://doi.org/10.1016/j.jretai.2011.02.006
- Migros. (2019). Migros. Retrieved May 8, 2019, from https://www.migros.com.tr/
- Niemeier, S., Zocchi, A., & Catena, M. (2013). Reshaping retail : why technology is transforming the industry and how to win in the new consumer driven world. Chichester, West Sussex ; Hoboken, Nj: Wiley.
- Ozdenizci, B., Coskun, V., & Ok, K. (2015). NFC Internal: An Indoor Navigation System. Sensors, 15(4), 7571–7595. https://doi.org/10.3390/s150407571
- Parasuraman, A. (2000). Technology Readiness Index (Tri). Journal of Service Research, 2(4), 307–320. https://doi.org/10.1177/109467050024001
- Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ESQUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
- Radomir, L., & Nistor, C. V. (2014). Comparing the Original and the Revised SSTQUAL Scale among High-educated Consumers in Romania. Procedia Economics and Finance, 15, 926–934. https://doi.org/10.1016/s2212-5671(14)00564-4
- Ryu, K., Lee, H., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223. https://doi.org/10.1108/09596111211206141
- Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
- Weijters, B., Rangarajan, D., Falk, T., & Schillewaert, N. (2007). Determinants and Outcomes of Customers’ Use of Self-Service Technology in a Retail Setting. Journal of Service Research, 10(1), 3–21. https://doi.org/10.1177/1094670507302990
- Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of An Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–47.
THE IMPORTANCE OF TECHNOLOGY USAGE ON PERCEIVED SERVICE QUALITY IN RETAIL SECTOR: A SEARCH ON FOOD RETAILING
Öz
Today, the service sector in Turkey is in a fast development. Food retailing, which is one of the most important representative of the service sector, is had to examine consumer purchasing behavior, their profiles, and the reasons for preferring retail stores, and design marketing strategies according to the results obtained. This study is aimed to measure one of the self-service technologies’ service quality, the self-checkout, which has become widespread. As a result of the literature research related to the subject, the effects of the service technologies scale SSTQUAL developed by Lin and Shieh (2011) and the sub-dimensions that make up the scale were tested on the perceived service quality in the use of a self-checkout. After the original scale questions were translated to Turkish, in-depth interviews were tested and additional statements specific to local practices were added. In the light of these data, research questions were prepared by using scales in the literature and tested with a pilot study. Research questions were applied by convenient sampling to customers in Istanbul, Ankara, Izmir, Konya, Trabzon and Hatay between August 2019 - December 2019. Due to the difficulties of conducting an accurate survey in the market environment, the surveys were given to the store's permanent customers by the store manager and asked to fill the surveys in a suitable environment. In total, 500 questionnaires have been distributed and the number of collected surveys is 375. After the survey accuracy study, the remaining 315 questionnaires were analyzed with SPSS 22 and the results of factor analysis were revealed.
Anahtar Kelimeler
Self-Checkout Self Service Technology Service Quality Sstqual Scale
Kaynakça
- Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866–875. https://doi.org/10.1016/j.jbusres.2006.01.021
- Considine, E., & Cormican, K. (2016). Self-service Technology Adoption: An Analysis of Customer to Technology Interactions. Procedia Computer Science, 100, 103–109. https://doi.org/10.1016/j.procs.2016.09.129
- Demirci Orel, F., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118–129. https://doi.org/10.1016/j.jretconser.2013.07.002
- Ding, D. X., Hu, P. J.-H., & Sheng, O. R. L. (2011). e-SELFQUAL: A scale for measuring online self-service quality. Journal of Business Research, 64(5), 508–515. https://doi.org/10.1016/j.jbusres.2010.04.007
- Djelassi, S., Diallo, M. F., & Zielke, S. (2018). How self-service technology experience evaluation affects waiting time and customer satisfaction? A moderated mediation model. Decision Support Systems, 111, 38–47. https://doi.org/10.1016/j.dss.2018.04.004
- Inman, J. J., & Nikolova, H. (2017). Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns. Journal of Retailing, 93(1), 7–28. https://doi.org/10.1016/j.jretai.2016.12.006
- Lee, I., & Lee, K. (2015). The Internet of Things (IoT): Applications, investments, and challenges for enterprises. Business Horizons, 58(4), 431–440. https://doi.org/10.1016/j.bushor.2015.03.008
- Liljander, V., Gillberg, F., Gummerus, J., & van Riel, A. (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13(3), 177–191. https://doi.org/10.1016/j.jretconser.2005.08.004
- Lin, J.-S. C., & Hsieh, P.-L. (2011). Assessing the Self-service Technology Encounters: Development and Validation of SSTQUAL Scale. Journal of Retailing, 87(2), 194–206. https://doi.org/10.1016/j.jretai.2011.02.006
- Migros. (2019). Migros. Retrieved May 8, 2019, from https://www.migros.com.tr/
- Niemeier, S., Zocchi, A., & Catena, M. (2013). Reshaping retail : why technology is transforming the industry and how to win in the new consumer driven world. Chichester, West Sussex ; Hoboken, Nj: Wiley.
- Ozdenizci, B., Coskun, V., & Ok, K. (2015). NFC Internal: An Indoor Navigation System. Sensors, 15(4), 7571–7595. https://doi.org/10.3390/s150407571
- Parasuraman, A. (2000). Technology Readiness Index (Tri). Journal of Service Research, 2(4), 307–320. https://doi.org/10.1177/109467050024001
- Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ESQUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
- Radomir, L., & Nistor, C. V. (2014). Comparing the Original and the Revised SSTQUAL Scale among High-educated Consumers in Romania. Procedia Economics and Finance, 15, 926–934. https://doi.org/10.1016/s2212-5671(14)00564-4
- Ryu, K., Lee, H., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223. https://doi.org/10.1108/09596111211206141
- Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
- Weijters, B., Rangarajan, D., Falk, T., & Schillewaert, N. (2007). Determinants and Outcomes of Customers’ Use of Self-Service Technology in a Retail Setting. Journal of Service Research, 10(1), 3–21. https://doi.org/10.1177/1094670507302990
- Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of An Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–47.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İşletme |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Ağustos 2020 |
| Gönderilme Tarihi | 2 Mayıs 2020 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 3 Sayı: 6 |
